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Marketing Management: A Customer-Centric Approach
Paperback
ISBN13: 9781529624243
Publisher: Sage Publications Ltd
Published: Jan 31 2025
Pages: 360
Weight: 1.42
Height: 0.75 Width: 7.44 Depth: 9.69
Language: English
After delving into market dynamics, customer behaviour, and market communications, you′ll explore the three main areas within marketing management: customer portfolio management, product portfolio management, and brand portfolio management. Finally, you′ll gain insights into developing marketing/business strategies and plans for success through comprehensive analysis, resource allocation, budgeting, and measuring key performance indicators.
Features include case studies to bring theory to life, further reading suggestions to expand your understanding, and a marketing planning template to practice applying your knowledge to a real business scenario. Suitable for undergraduate/bachelor and postgraduate students studying Marketing Management and Strategic Marketing.
Fred Selnes is a professor of marketing at BI, Norwegian Business School.
Even Lanseng is an associate professor of marketing at BI, Norwegian Business School.
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